Postgrado en Creatividad para marcas en futuros inexplorados

Postgraduate in Creativity for Brands in Uncharted Future(s)

TOUS and Elisava explore the world of branding and creativity from a transversal perspective, combining theory and practice with critical thinking and imagination to create relevant brands.

How to apply

Presentation

This postgraduate is created in response to the need to understand design and creativity from a critical perspective and with a completely transversal vision, combining different knowledge and methodologies that take us from branding to brandstory, from product design to space design, and with the ability to value their possible projections in different future(s) scenarios.

The notoriety of our proposal derives from an approach to design and creativity from a unique approach; hand in hand with TOUS, we weave an expert correspondence between theory and practice, an infallible equation oriented to the ideation, development, production and presentation of a postgraduate final project with a clear professional component. We encourage interdisciplinary knowledge and creative experimentation, with the firm will to form highly distinctive profiles.

Postgrado en Creatividad para marcas en futuros inexplorados
Postgrado en Creatividad para marcas en futuros inexplorados
Postgrado en Creatividad para marcas en futuros inexplorados
Postgrado en Creatividad para marcas en futuros inexplorados
Postgrado en Creatividad para marcas en futuros inexplorados
Postgrado en Creatividad para marcas en futuros inexplorados
Objectives
  • Foster students’ ability to generate innovative and strategic ideas in brand creation, considering consumer needs and market trends.
  • Stimulate the ability to design unique brand experiences through critical analysis of the relationships between brand culture, brand visual and brand space.
  • Design transversal brand ecosystems and ensure their coherence in all their points of ideation and expression.
  • Explore how consumer spaces influence brand perception and the creation of immersive experiences that resonate with their cultural values.
  • Train students to conduct applied research in the field of branding, using methods to identify new design and communication opportunities.
  • Develop skills to interpret research data and apply it effectively in the development of creative strategies.
  • Develop skills to interpret research data and apply it effectively in the development of creative strategies.
  • Stimulate interaction between brand strategists and creative profiles to achieve innovative solutions.
  • Raise students’ awareness of social and environmental responsibility for the creation of sustainable and inclusive brands.
  • Carry out a mentored project with the objective of solving real challenges in the sector.
  • Promote multidisciplinary teamwork to develop integrated brand strategies that combine design, creativity and communication.
  • Develop students’ ability to clearly communicate brand concepts through visual presentations and effective narratives.
Espacios Postgrado Cátedra TOUS-ELISAVA
Espacios Postgrado Cátedra TOUS-ELISAVA
Espacios Postgrado Cátedra TOUS-ELISAVA
Espacios Postgrado Cátedra TOUS-ELISAVA
Espacios Postgrado Cátedra TOUS-ELISAVA
Espacios Postgrado Cátedra TOUS-ELISAVA
Espacios Postgrado Cátedra TOUS-ELISAVA
Espacios Postgrado Cátedra TOUS-ELISAVA
Espacios Postgrado Cátedra TOUS-ELISAVA
Espacios Postgrado Cátedra TOUS-ELISAVA

Postgraduate in Brand programme

1 Brand Culture

We dive into the world of branding with the objective of building and communicating a powerful and authentic brand identity. We discover how to create a brand platform and design creative strategies based on powerful narratives, which help us to consolidate a notorious positioning in the brandstory universe.

The content of this module will cover the following topics:

  • Definition and evolution of the concept of Brand Culture.
  • Brand Culture from the TOUS perspective.
  • Branding as a strategic tool for building corporate identities.
  • Brand narratives and brandstory: brands that have built their identity through storytelling and resonate with different audiences.
  • Digital brand communication activations and measurement of results in different channels and formats.
  • Analysis of success and failure cases.
  • Workshop to put into practice and exercise the variable prisms that take us from storytelling to storyliving.
  • Project: Brand Culture.
 2 Brand Expression

We devise a perfect guide for the development of visual codes that allow the creative and/or the brand to express themselves in a striking and differential way. We learn how to use the aesthetic languages in a decisive way to achieve singularity and distinctiveness, responding to the preferential criteria of the target audiences we address.

The content of this module will cover the following topics:

  • Definition and evolution of the concept of brand expression.
  • Brand Expression from the TOUS perspective.
  • Introduction to the discipline of aesthetics to understand and apply its different categories and subcategories: from beauty to ugliness, from the sublime to the ironic and transgressive, through kitsch, camp and cute.
  • Essential visual codifications in brand construction: lines, shapes, colors, textures, compositions and typography.
  • Brand expression in different channels, formats, supports, tones and languages.
  • Scoutings: visits to art galleries and ateliers of renowned contemporary artisans. Exploration of spaces and study of materials, processes and techniques with renowned creatives.
  • Practical workshops to apply and consolidate classroom learning.
  • Project: Brand Expression.
 3 Brand Spaces

Brand spaces are becoming increasingly relevant in the current market context. There is a need to go beyond the simple commercial transaction and offer designs with their own identity, as well as hands-on and participatory experiences that generate memorability. We will learn to conceptualize and design spaces, enhancing new shopping experiences that connect sensorially and emotionally with consumers.

The content of this module will cover the following topics:

  • Brand Spaces: (Re)Definition and classification of new typologies of existing consumer spaces.
  • Mapping of the most distinctive retail proposals at national and international level.
  • Brand Spaces from the TOUS perspective.
  • Design of brand spaces: physical and digital elements.
  • Visual merchandising.
  • Experiences in the retail universe.
  • Retail Safari: exploration of spaces in the city of Barcelona.
  • Workshop on innovation and sustainability.
  • Project: Brand Spaces.
 4 Creative Glance

The creativity field obliges us to explore how to escape from what is conventional and implement new approaches, opening new ways of expression and generating unique, highly inspiring and transformative solutions. We lay the theoretical foundations of the discipline while weaving multiple connections of interest with related and complementary disciplines, with the aim of carrying out powerful projects in various fields of design.

The content of this module will cover the following topics:

  • New Creativities from multidisciplinarity.
  • Creativity from the TOUS perspective.
  • Sociology of Creativity.
  • Psychology of Creativity.
  • From Creativity to Innovation.
  • Scouting: TATO.
  • Lab of new materials.
  • Project: Creative Glance
 5 Creative Boxing & Unboxing

Under the imperative need to design products that make a difference, we take on the challenge of packaging design by enhancing our strategic and creative skills. We approach the profession by combining our interest in the knowledge and use of new materials and surprising techniques, with the aim of taking our ideas to a higher level of results, both conceptually and formally.

The content of this module will cover the following topics:

  • Packaging as a brand expression, identity and differentiation tool.
  • Packaging from the TOUS perspective.
  • Packaging Brand Journey.
  • Trends applied to the packaging universe.
  • Psychology of unboxing and emotionality in the consumer.
  • Lab: Sustainability and Innovation.
  • Project: Creative Boxing & Unboxing.
 6 Creative Future(s)

We invite you to explore the power of design and creativity to imagine and build possible future(s) scenarios. Using innovative methodologies, you will learn to anticipate trends and propose solutions that are essential in market foresight projects. We detect signals, analyze them and look for viable and executable solutions for the benefit of brands.

The content of this module will cover the following topics:

  • Foresighting the Future(s).
  • Imagining the Future from the TOUS perspective.
  • Speculative thinking and futures design.
  • Worldbuilding: how to analyze change creatively.
  • Backcasting: building scenarios and storytelling of future(s).
  • Workshop: designing products and experiences of tomorrow.
  • Project: Creative Future(s).
 7 Postgraduate Final Project

The Postgraduate Final Project responds to a brief provided by TOUS, which brings into play all the knowledge acquired throughout the course.

The student must present rigorous research on the chosen design topic under the guidance of their faculty.

Students must demonstrate their ability to make a critical summary about the design knowledge acquired and be able to develop proposals that show their excellence in the fields of design and creativity, taking into account the current market situation and projecting solutions for the future(s).

The content of this module will cover the following topics:

  • Question formulation aligned with the TOUS brief
  • Research methodology
  • Project development
  • Mentoring
  • Presentation and evaluation
If you want to know more about the Postgraduate Programme in Creativity for Brands in Uncharted Futures, you can download the brochure here:
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Do you want to know more about the Masters’ School?

Each academic year, students with very diverse professional and cultural profiles of more than 80 nationalities from all over the world attend their master’s or postgraduate training at Elisava. We want to promote connections and networks among students beyond the context of each master’s degree to promote the exchange of knowledge through very diverse projects: we organize interdisciplinary workshops and conferences; transdisciplinary projects with students from several master’s degrees; collaborations with companies, institutions and NGOs…

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Masters’ Scholarships

Do you want to study the Postgraduate in Creativity for Brands in Uncharted Future(s) at Elisava? In this section you will be able to check all the information on the annual call for scholarships, which recognize, reward and disseminate the talent and excellence of future master’s students.

Elisava Masters’ Scholarships